It took just one jingle for Nirma to hog the limelight for decades.
And if you’re reading this, you might be already humming it in your head.
The straightforward yet unforgettable lyrics & tune focused basically on the quality that it promised(white & bright clothes).
They never played the price card either, which was actually their biggest selling point.
But, the usage of #jingles as a marketing tool has reduced considerably.
Harish Bhat, in his book, The Curious Marketer: Expeditions in Branding & Consumer Behaviour voices concerns on how marketers have lost the plot when it comes to creating memorable music for their brands.
Rising trend of licensing popular music for ads,the Herculean task of creating great hummable jingles with an apt message & many considering jingles as an outdated tool has lead to their downfall.
With shrinking attention spans, marketers are looking at newer ways to capture the audience’s attention.
But psychologists believe that music effects the brain on an emotional level & the goal of a jingle has always been to become earworms, a musical marketing tool,that won’t get out of your head no matter how hard you try.
Just think of all the memorable jingles:
Do they still have a lasting impact?
Do you think advertising jingles will make a strong comeback?
Let me know your thoughts below in the comments section.
#advertising #marketing #nirma